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How Softex Daun Sirih Turned Community Content Into Rp 96.5 Million in Sales at 1.93x ROAS
Feminine hygiene is one of the most personal parts of a woman's daily routine, and one of the least openly discussed. Softex Daun Sirih partnered with Supermom to change that, building an honest, relatable conversation around everyday freshness under the banner of #BiasainBersih5Waktu, an invitation to stay clean and comfortable throughout the five daily prayer times.
What makes this campaign distinctive is that it did not stop at awareness. It was built as a full funnel, in two connected phases. First, a Crowd Influence (UGC) phase used 100 Key Opinion Moms to build awareness and relevance across Instagram and TikTok. Second, a dedicated Affiliate Commerce phase activated 100 TikTok affiliates to convert that awareness into measurable sales, complete with live selling, creator competitions, and real GMV.
The result was a campaign that moved audiences all the way from seeing the product, to understanding it, to buying it.
About Softex Daun Sirih
Softex Daun Sirih is a feminine hygiene pantyliner from one of Indonesia's most established personal care brands. Built around natural ingredients, the range combines traditional daun sirih (betel leaf) with modern formulation: a Vitamin E variant for protection and anti-irritation, and a Green Tea variant for freshness and odour control. Made with organic materials and designed to be gentle on sensitive skin, Softex Daun Sirih positions everyday hygiene as a simple act of self-care.
For this campaign, the brand set out to connect with Indonesian women around a culturally resonant moment, Ramadan, when comfort, cleanliness, and confidence through a long day of fasting and worship matter more than ever.
Objective
Softex Daun Sirih needed to drive both awareness and sales. The brief was to build relevance for pantyliner usage during Ramadan, position the product as an essential hygiene companion, and educate women on the importance of changing pantyliners regularly for comfort and freshness.
Crucially, the campaign carried a commercial target as well as an awareness one: to convert content into trial and purchase, measured against a defined ROAS (return on ad spend) goal through TikTok affiliate commerce.
The Solution
Phase One: Crowd Influence (UGC)
Supermom activated 100 KOMs to create content across Instagram Reels and TikTok, each creator addressing the everyday realities of feminine hygiene, discharge, odour, and discomfort, and showing Softex Daun Sirih as a practical, immediate solution. The content was honest and relatable, framed around real daily routines rather than clinical product claims, and anchored by the campaign taglines #BiasainBersih5Waktu and #NoBecekMermaid.
Instagram carried the campaign's depth and trust-building, using relatable storytelling to sustain meaningful engagement. TikTok drove engagement efficiency, converting views into interaction at a high rate through short-form, problem-and-solution content.
Phase Two: Affiliate Commerce
The second phase turned content into commerce. Supermom recruited 100 TikTok affiliates through a structured programme: direct outreach to 1,189 creators, 100 recruited, and 77 onboarded into an active affiliate community. Affiliates were equipped with product seeding, training, and performance guidance, then supported through live selling sessions and video content with Softex as the featured product.
To accelerate momentum, Supermom ran two #SoftexSupermomsAffiliate Battle of the Month competitions, rewarding affiliates for highest GMV, most content created, and most creative and engaging content. The competition structure transformed affiliate participation from passive to highly active, driving both content volume and sales.
Campaign Metrics & Results
Phase One: Crowd Influence (UGC)
The awareness phase overdelivered against every target:
- Reach: 240,631 — 321% of the 75,000 target
- Impressions: 1,154,427 — 513% of the 225,000 target
- Total Actions: 75,301 — 1,115% of the estimated 6,750 target, more than 11x over
- Total KOM Followers: 2,527,932 — 505% of the 500,000 target
- Engagement Rate: 3% — within the global benchmark range
- Engagement Rate per Reach: 31% — far above the 5 to 8 percent benchmark
- Total Watchtime: 1,629 hours, at an average of 1 minute 29 seconds per view
Phase Two: Affiliate Commerce
The commerce phase delivered real, measurable sales:
- Total GMV: Rp 96,524,330 — 193% of target, at 1.93x ROAS
- Total Products Sold: 5,727
- Total Content Pieces Created: 1,886
- Total Live and Video Sessions: 725
- Peak monthly GMV: Rp 38.4 million in April, driven by the Battle of the Month competition
The affiliate programme also demonstrated real creator growth. Several affiliates who began with little or no sales activity became significant GMV contributors through seeding, onboarding, and structured support, with the top contributor generating over Rp 20 million across the campaign.
Why It Works
This campaign stands apart because it closed the full loop, from awareness to sales, and proved each stage with hard numbers.
An honest conversation unlocked a private category. Feminine hygiene is rarely discussed openly, which is precisely why relatable, peer-led content worked so well. When real women addressed real concerns in their own voice, audiences recognised the problem and accepted the product as a practical solution. The 31% engagement-to-reach rate reflects content that genuinely resonated.
The funnel was connected, not just sequential. Many campaigns build awareness and hope sales follow. This one engineered the handoff deliberately, using the UGC phase to establish relevance and the affiliate phase to capture the resulting demand through creators who could sell directly on TikTok. Awareness and commerce reinforced each other.
Competition turned affiliates into a sales engine. The two Battle of the Month competitions were the single biggest driver of commercial performance, lifting peak GMV to Rp 38.4 million in April. By rewarding sales, content volume, and creativity together, the competition structure drove both the quantity and quality of affiliate output, and sustained momentum across the full campaign.
Support turned ordinary creators into top performers. The standout affiliate stories were not pre-existing stars. They were everyday creators who, through product seeding, onboarding, and hands-on performance guidance, grew from near-zero sales into the campaign's highest GMV contributors. This is the real strength of a managed affiliate programme: not just recruiting creators, but developing them.
The headline is 1.93x ROAS and Rp 96.5 million in GMV. The deeper signal is that Supermom can take a brand all the way from community conversation to the point of sale, and prove the return at every step.
